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Music fans may bemoan the crumbling boundary between commercials and song-making, but there’s more to come in an industry turned on its head by portable digital music players like the fast-selling iPod.

U.S. advertisers and their agencies are becoming talent scouts, music producers, programers and promoters to reach the consumers who tune out from the world around them with iPods and other music players, eschewing ad-heavy radio.

“iPod has really changed the world for people in terms of them having their own playlists,” Burger King marketing chief Russ Klein told Reuters. “We have to earn our way into it.” Klein sees marketers as “purveyors of the content itself,” not just sponsors of someone else’s programing.

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